BROOKINGS-ROCKEFELLER Project on State and Metropolitan Innovation

Greater Portland Export Plan

reater Portland has a global reputation when Greater Portland Exports it comes to advanced urban planning, leading- Value Metro Rank Gedge sustainability, and a high quality Exports, 2010 $21.3 billion 12 of life for its citizens. However, its Export Growth, 2003–2010 $11.1 billion 8 reputation as an economic leader is Export Growth Rate, 2003–2010 109.3% 3 less recognized. In response, regional Export Jobs, 2010 142,384 14 leaders are positioning Greater Export Jobs Growth, 2003–2010 45,868 8 Portland to be a leader in the “next Export Jobs Growth Rate, 2003–2010 47.5% 12 economy” through a strategic focus Source: Emilia Istrate and Nicholas Marchio, “Export Nation 2012: How U.S. Metropolitan Areas Are Driving on target industry clusters, innova- National Growth” (Washington: Brookings Institution, 2012); A rank of “1” signifies the highest value among tion, and international trade. the 100 largest metropolitan areas. ➤ Export Profile: Ninety percent of exports and export growth come from the top 10 exporting industries in the region including: manufacturing (computer and electronics, primary metals, machin- ery, and transportation), royalties, professional services, and travel and tourism. The computer and electronics products industry dominates local exports (57 percent of total volume; 63.3 percent of total growth). Top markets for exports from Greater Port- land include countries in the Pacific Rim and Europe. ➤ State of Export Services: Greater Portland’s economy is rich with small and medium enterprises (SMEs) that have limited awareness of global opportunities or local export services and programs. Export services are considered good, but the system is fragmented, has gaps, and is reactive in nature. Export promotion is not fully integrated into the region’s target industry and business development efforts. ➤ Objectives and Strategies: The objectives of the export plan are to create and sustain regional jobs through export growth, promote a strong export culture, increase the number of firms exporting, and solidify Greater Portland’s position as a top 10 U.S. exporting metro. Four core strategies drive pursuit of these objectives: 1. Support and Leverage Primary Exporters in Computers and Electronics: Provide proactive economic development support to the computer and electronics industry, including an intense focus on growing the local supply chain (secondary exports) through strategic recruitment and existing business integration efforts. 2. Catalyze Under-Exporters in Manufacturing: Target a defined set of mid- to large-size high potential regional com- panies in the advanced manufacturing cluster with outreach and account management services: firm specific market analysis, targeted trade missions, and a peer-to-peer export mentoring program. 3. Build a Healthy Export Pipeline: Coordinate export services, fill service gaps, and improve market intelligence for new-to-export (NTE) and new-to-market (NTM) small- to mid-size firms (SMEs); includes the improvement of the region’s export culture through proactive marketing, developing an export web portal (“roadmap”), and establishing a regional export accelerator. 4. Branding and Marketing Portland’s Global Edge: ‘We Build Green Cities’: Package Greater Portland’s cluster strengths to support new market presence for the most innovative sectors. This begins with a clean tech initiative that offers regionally developed solutions to global challenges. Proactive marketing to sell Portland’s “Green City” story internation- ally around a set of industries, companies, and products with export potential and a travel and tourism component to attract international conventions, meetings, and tourists.

BROOKINGS-ROCKEFELLER | PROJECT ON STATE AND METROPOLITAN INNOVATION | MARCH 2012 Export Plan Development The development of Greater Portland’s export plan has About the Brookings-Rockefeller Project been led by staff from the following regional coalition on State and Metropolitan Innovation organizations: States and metropolitan areas will be the hubs of policy innovation in the United States and the places that lay Office of Portland Mayor Sam Adams (co-lead) the groundwork for the next economy. The Brookings- Portland Development Commission (co-lead) Rockefeller Project on State and Metropolitan Business Oregon Innovation will present fiscally responsible ideas state Columbia River Economic Development Council leaders can use to create an economy that is driven by Greater Portland, Inc. exports, powered by low carbon, fueled by innovation, Metro rich with opportunity and led by metropolitan areas. Oregon Export Council Port of Portland Part of the Brookings-Rockefeller Project on State and Portland Business Alliance Metropolitan Innovation, the Brookings Metropolitan Portland State University Export Initiative (MEI) is a ground-up collaborative Portland U.S. Export Assistance Center effort to help regional civic, business, and political leaders, with their states, create and implement In addition to the work of the strategy development team, customized Metropolitan Export Plans (MEPs), from Greater Portland sought significant input from a wide which this summary export plan is drawn. These range of public sector organizations, higher education localized export plans will apply market intelligence institutions, regional decision-makers, and private sec- to develop better targeted, integrated export-related tor businesses through working sessions, one-on-one services and strategies to help regions better connect meetings, and presentations to regional boards and com- their firms to global customers, as outlined by their missions. individualized export goals.

For More Information About the Metropolitan Policy Program Noah Siegel at the Brookings Institution Director of International Affairs Created in 1996, the Brookings Institution’s Metropolitan Office of Portland Mayor Sam Adams Policy Program provides decision makers with cutting- [email protected] edge research and policy ideas for improving the health and prosperity of cities and metropolitan areas includ- ing their component cities, suburbs, and rural areas. To learn more visit: www.brookings.edu/metro.

About The Rockefeller Foundation The Rockefeller Foundation fosters innovative solutions to many of the world’s most pressing challenges, affirming its mission, since 1913, to “promote the well-being” of humanity. Today, the Foundation works to ensure that more people can tap into the benefits of globalization while strengthening resilience to its risks. For more information, please visit www.rockefellerfoundation.org.

telephone 202.797.6139 fax 202.797.2965 web site www.brookings.edu/metro